Sarah Rutson, vice president of global buying at Net-a-Porter, described the range as “cool” and “contemporary,” with “effortless party pieces that we know our customers will go mad for.”
To further test U.K. waters, Reformation has opened up a pop-up showroom, located on London’s Monmouth Street, that runs from now through the end of December.
Although the showroom won’t include the Net-a-Porter collection, it could precede a future flagship if the pop-up performs well, Yael Aflalo, Reformation’s founder, told WWD.
“Our U.K. customers have been asking us to visit for a while now, so we’re excited to finally open up shop,” Aflalo said. “We’re really [pleased] to connect with people in London and give them a chance to see, touch and try on the clothes in-person, hopefully giving them a better sense of Reformation and sustainable fashion. We definitely have a big demand in Europe, but wanted to test things out in the U.K. before expanding further.”